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PR: UK Firms Ignore New Media
StumbleUponLethargic adoption of new media technology is causing a communications crisis within UK based global organisations, according to independent new research published today by Vanson Bourne and Forbidden Technologies.
Internals Comms Crisis as UK Firms Ignore New Media
London, July 21st 2004: Lethargic adoption of
new media technology is causing a communications crisis within
UK based global organisations, according to independent new
research published today by Vanson Bourne and Forbidden
Technologies.
The results show corporate communications departments find
current online tools such as email and intranets to be
ineffective, and that organisations are unwilling to adopt new
media technologies - including video streaming - despite a clear
understanding of the benefits. Interestingly, many senior
executives still consider the office tour to be the most
effective vehicle for global communication.
- Theory Not Practice. Over sixty percent of
directors admit their organisations do not communicate well with
employees, and forty percent admit employees are not aware of
the company vision or future direction
- Technophobia. Traditional tactics are failing
but less than one third of companies believe email and intranets
are the most effective ways of delivering a message to a global
internal audience
- Swimming Upstream. Despite sixty four percent
of department heads seeing value in new visual media, such as
video streaming, less than one in ten firms have tried this
technology
- Perceived Problems. Incorrect perceptions of
technical cost and complexity are stifling adoption of new
technologies
The survey questioned 100 heads of corporate communications and
marketing within the UK's largest companies about the
challenges of communicating to a global internal
audience.
"Despite the best efforts of departmental heads, the
research shows that effective internal communication across a
disparate network of global offices remains a huge
challenge," said Graham Opie, research director, Vanson
Bourne. "Its importance is clearly understood, however the
study confirms that many corporations lack either the
understanding or commitment to realise the benefits of new
communications technology."
"Current forms of electronic communication - such as email
and intranets - are perceived as being ineffective, yet face to
face presentations are impractical, costly and infrequent,"
said Greg Hirst, business development director of Forbidden
Technologies. "It is unsurprising then that firms are
failing to provide effective internal communications. And with
the failure of existing tactics it is clear that they must look
to new, more impactful ways to deliver the corporate
message."
The report identifies video streaming as one such new technology
development that is gaining increasing support within the space.
An overwhelming majority (sixty four percent) of department
heads see value in delivering a highly visual, impactful
internal corporate message using video over the Internet.
However, less than one in ten firms use video steaming, citing
inaccurate perceptions of high cost and technical
complexity.
"Video streaming can solve many of the problems facing
today's internal communications heads and because there is
no requirement for additional hardware or software, it is a very
cost effective medium," said Hirst. "CEOs no longer
need to travel to deliver a personal message to global
employees, and instead can present 'live and direct' via
the Internet to PC users across the global organisation,
regardless of Internet connectivity speed."
In addition to streaming live events direct to the PC, such as
CEO presentations, financial statements and even AGMs, video
streaming also enables internal departments to deliver recorded
video content via email, including introductions from new senior
staff, new products demos, health and safety training and HR
policy.
"The research concludes that many UK companies need to
rethink communications strategy if they are to get their message
across to a disparate global audience," said Opie.
"Current tactics are ineffective and organisations must be
prepared to adopt new media technologies to ensure real
impact."
The report indicates that the importance of internal
communications is clearly understood, but the key enabling role
of new technology is not," concludes Hirst.
The full survey report is available on request from Chris Gent at Octopus
Communications.
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Comments
nathan_barley said:
old media <p>Interesting that email and intranets no longer constitute "new media". I'm getting old...<br/></p>
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